Evolution of Specialized Department for Service Innovation: A Case Study of Ctrip

In recent years, some developed service enterprises in China has established specialized R&D or management departments for service innovation, effectively managed service innovation activities. This article summaries the evolution of Ctrip´s specialized department of service innovation, by reviewing its evolution process, discussing its responsibilities in mode innovation, process innovation and service product innovation, finally exploring its promotion approach. The experience of Ctrip´s specialized department of service innovation is of great value for other service enterprises. This article provides some theoretical and practical methods for enterprises about how to promote service innovation effectively.